Table of contents
An Empirical Study of the Scientific Styles of Marketing Academics
Siew Meng Leong, Jagdish N. Sheth, Chin Tiong TanReports the results of a survey of scientific styles based on a surveyof 249 marketing academics. Most respondents did not exhibit personalitytypes associated with analytical…
Marketing as Multiplex: Screening Postmodernism
Stephen BrownMarketing academics have recently been exhorted to embracepostmodernism, the so‐called “new perspective on life and the humancondition that is sweeping across the globe”. Using…
Advertising Uses and Gratifications
Stephanie O′DonohoeOutlines uses and gratifications theory and its limited advertisingapplications to date. Presents findings from a qualitative study whichidentifies many marketing and…
The Co‐ordinated Management of Meaning: A Case Exemplar of a New Consumer Research Technology
Francis A. ButtleThe Co‐ordinated Management of Meaning (CMM) is a social constructionisttheory of human action which provides insight into the structure andprocess of multi‐person decision…
What Should Time Be?
Gary DaviesThe current paradigm of time in the marketing literature is one wheretime is linear, quantifiable and predominantly chronological in nature.This is merely one construct of one…
Interpretative Methodology from Art and Literary Criticism: A Humanistic Approach to Advertising Imagery
Barbara B. Stern, Jonathan E. SchroederDeparts from traditional positivist approaches to marketing research byadopting interpretative methods to analyse the visual/ verbal elementsin print advertisements. Borrows from…
Reflections on Jazz and Teaching: Benny and Gene, Woody and We
Morris B. Holbrook, Ellen DayBased on an analogy with a recently revived film of The Benny GoodmanStory, draws some marketing‐related parallels between jazz musicianshipand teaching. Specifically, as in the…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall